is probably a
business that covers a wide range of users from shallow to deep
editor’s note: This article comes from the public number Qin Lu (ID:tracykanc), author Qin road; 36 krypton authorized release.
what is user operation?
aims to maximize the value of its users and increase its activity, retention rate, or payment index through various means of operation. In the user operating system, there is a classic framework called AARRR, that is, new, retained, active, spread, and profitable.
however, from user active to profitable, not two simple steps. If users open the product is not only active, it can guarantee the profitability of the business model, excellent user operating system should be a dynamic evolution.
evolution is a division of user groups at the Pyramid level, which is dependent on the upper and lower layers.
first, the state of the user community changes. To the electricity supplier, for example, they will register, download, use products, will recommend, evaluate, buy and pay, will also log off, uninstall, and drain. From an operational point of view, we will guide the user to do what we want him to do (here is the fee), which is called the core goal.
core goals, of course, are not accomplished overnight, and users have to go through a series of processes.
, not all users will follow the steps we assume to complete, and each step will funnel. We regard the whole process as the evolution of the user community.
is a typical bottom-up speech that outlines the ideal behavior of the user community.
since the user group is no longer a simple whole, operators will not be able to rough the rough operation, but the need for targeted operations based on different groups of people. This is called fine strategy, also known as user hierarchy.
, its biggest value for operators is to use different strategies across layers.
new users: I want them to download products, and the common strategy is new user benefits.
download users: I want them to be able to use the product and should be guided by the novice to get familiar with them.
active users: I want to increase the frequency of their product usage, so operators should continue to operate, solidify user usage, and be interested in product content;
interested users: I want them to complete payment decisions, buy goods, operate, use different promotions and marketing tools,
paid users: This >